Four things to consider when offering trade show giveaways
Trade shows are exciting events for companies and guests alike. From the company’s perspective, they are a way to showcase your new products and services, connect with potential industry partners, and even study the competition.
Meanwhile, attendees get to learn more about the latest items companies offer and, of course, score some free swag.
Handing out giveaways is one of the most effective ways to grab the attention of guests. However, remember that almost all of the booths would be doing the same thing. Thus, you have to carefully consider what will comprise your giveaways to stand out from the crowd.
To get you started, below are five essential points that should be part of your criteria in planning trade show giveaways.
1) Brand alignment
While there are countless types of promotional items to choose from, not all of them will contribute meaningfully to the brand’s image. Hence, when picking giveaways, you always need to ask: does the item support the brand?
One way to answer this is to pick giveaways that go with the products you are selling. Take a luggage company, for example. As the products are for traveling, items like custom luggage tags, sleeping masks, or portable mugs make great freebies. The giveaways complement the product, which further cements the image of the brand in your audience’s minds.
Moreover, choosing freebies that fall within the brand’s context can generate interest in the actual product or service itself. This is especially the case if the giveaways feature similar colors or designs.
2) Quality and value
Quality and value may sound similar, but they are equally distinct concepts. Quality refers to the make of the item and asks whether the object is durable or not. On the other hand, value refers to the merit a receiver attaches to the giveaway. It asks if the product is helpful or not, either in a practical or even emotional way. For example, if a giveaway makes a person smile, that could be considered something of value.
When choosing giveaways, it is crucial to consider these two concepts side by side. In this manner, you can eliminate options that do not fulfill either of the two concepts and stick to freebies that effectively serve your goals.
Giveaways of higher quality are often more expensive than those that are not. However, there are numerous suppliers in the market that produce high-quality goods at affordable prices. Hence, make sure to quality check the product itself before making a big order or stick with a supplier who is known to make reliable products.
The question on portability mainly considers two things. First, is the giveaway bag easy to carry? Secondly, how easy are they to bring to the venue?
On the first question, the last thing an attendee wants at a trade show is a heavy giveaway bag. After all, people love swag but often not enough that they would carry a bulky giveaway throughout the day. Remember, people will be walking around checking the booths, and holding something cumbersome only diminishes the experience.
Hence, stick to light giveaways. If your giveaway has multiple items in a bag, make sure that they are collectively light. Even small objects can become heavy when piled together. Make sure that the bag is durable as well to prevent any item from falling out.
As for the second question, consider how the giveaways will reach your booth. To save on time, ask your supplier if they can deliver the freebies to the venue. If not, choose a supplier in the same city as the event. This will make it easier to pick them up and save you the effort of carrying them a long distance.
Not all trade show booths have the luxury of an unlimited budget. It is up to the project manager and staff to do the numbers and figure out the best way to allocate their limited marketing funds.
Giveaways are often overlooked in the busy preparations, but this is a rookie mistake. Getting samples from suppliers, setting a budget, making a quotation, assembling the giveaways, and bringing the giveaways to the venue take a lot of time. Hence, it is vital to get them sorted earlier in the planning process.
Moreover, there are other expenses you need to consider aside from the price of the giveaways themselves. Depending on the type of giveaway the booth goes for, check if you need to purchase additional storage for them. Additionally, do not forget to allot a budget for delivery fees, if any.
Once all the giveaways are assembled and received, it is easy to forget the next part: making the sales pitch. Approaching and engaging with customers takes skill, so it is essential to train the booth staff for the trade show.
Fortunately, with a well-assembled giveaway bag, it becomes easier to capture the interest of attendees and open a line of conversation with potential customers. In this way, you can reach a wider clientele, hype up the brand, and accomplish a successful trade show booth.